Meta Unveils Threads API and New AI Tools at Cannes

Meta announces the launch of Threads API to help businesses and creators effectively manage their content on the platform.

This API will simplify the process of sharing content with its communities through third-party applications

Key API features:

• Authentication, post publishing, and content retrieval: Businesses and creators can log in, create posts, and access their content using the API.
• Management capabilities: Users can retrieve replies to their posts, interact with these replies, set controls for who can reply, and choose to hide or unhide specific replies.
• Media and account-level insights: Users can access data such as the number of views, likes and replies on their content, providing metrics on how posts are performing on Threads.

Why we care: Nearly a year after Threads’ launch, brand activity on the platform has slowed. Brands are seeking more tools to drive awareness and growth, and ultimately see value on Threads.

With 150 million monthly active users on Threads (per Meta), performance-related tools can help brands assess their presence on the platform and understand how users are interacting with their content.

Push for mainstream gen AI: Meta continues its push to make generative AI more consumer-facing by introducing Llama 3 to handle customer queries on Messenger for brands.

Meta is training Llama 3 with the most popular questions business receive on Messenger, such as sizing for clothes or longevity of make-up items and responding in a natural, human-like manner to consumers.

Cost-cutting: A Philippines medical apparel company, White Coat Manila, was able to save 20% on customer support costs and focus on business growth instead, thanks to Meta’s AI chat feature.

Meta is testing this tool with select businesses in the Asian market. Meanwhile, consumers have the option to switch to a human agent at any time.

Why we care: Meta recently brought Meta AI to consumers through the search bars on Instagram and Facebook.

Meanwhile, the tech giant’s AI investments in its ad products are yielding significant returns for businesses. A recent study with the University of Berkeley found that campaigns using Advantage+ Shopping Campaigns saw $4.52 in revenue per dollar spent, with a 22% increase in ROAS for new users.

It remains to be seen whether Meta’s consumer-facing AI will drive similar long-term sales for brands.

Paid marketing comes to Messenger: Meta is allowing select advertisers to create and send paid marketing messages on Messenger via Ads Manager, for events like back-in-stock alerts or holiday discounts to consumers opted-in to hearing from brands.

“We’ve heard from businesses that sending updates on Messenger and WhatsApp can be a great way to engage their customers,” Nicola Mendelsohn, head of global business group at Meta said in a statement.

Meta is testing this tool with select businesses. The tech giant declined to share specifics.